Brand Personality

Our values serve as a powerful internal compass, but they say little about how we express Publitas as a brand. To make sure our brand resonates with our audience, and to keep our brand expression consistent, we’ve written these brand personality guidelines.

The brand personality describes the outward expression of our internal values (Honesty, Respect, Passion, Generosity, Excellence, and Curiosity). It describes how we want Publitas to be perceived by our audience.

Our aim is for people to perceive Publitas as:

  • Authentic
  • Kind
  • Inspiring
  • Generous
  • Excellent
  • Curious

Check the descriptions below for extra clarification.


  • Based on core value: Honesty
  • Descriptive terms: Credible, Direct, Transparent.

Our actions are in alignment with our promises and principles. We say what we believe, and we take pride in our credibility and integrity.

“He whose heart is firm, and whose conscience approves his conduct, will pursue his principles unto death.” - Thomas Paine


  • Based on core value: Respect
  • Descriptive terms: Conversational, Fun, Respectful.

We’re all human. We’re all valuable. And we all interpret the world around us differently. That’s why we listen closely and care. We treat people with respect and engage with them as friends or colleagues.

“It's nice when someone loves your brand, but we don't get to love without respect, first.” - Seth Godin


  • Based on core value: Passion
  • Descriptive terms: Active, Challenging, Creative.

We care about the things we believe in and we are committed to making them happen. We are passionate and engaged. Our will to change the status quo might face critique and opposition, but we will take a stand. We will challenge our audience’s view and inspire people to believe in our cause.

“You can do the work of two people, but you can't be two people. Instead, you have to inspire the next guy down the line and get him to inspire his people.” - Lee Iacocca


  • Based on core value: Generosity
  • Descriptive terms: Grateful, Positive, Sharing.

We’re grateful to our audience and show this by providing real value. We approach any situation from an abundance perspective, allowing win-win opportunities to arise. We aim to be a positive influence to our audience and help them succeed.

Kindness in words creates confidence. Kindness in thinking creates profoundness. Kindness in giving creates love. - Lao Tzu


  • Based on core value: Excellence
  • Descriptive terms: Clear, Concise, Informed.

Anything worth doing, is worth doing well. We're guided by a desire to do things better, improving the world around us. We only make a commitment if we're prepared to do it wholeheartedly. We’re knowledgeable and able to share that clearly. We care about quality and reliability.

"If a man is called to be a street sweeper, he should sweep streets even as Michelangelo painted, or Beethoven composed music, or Shakespeare wrote poetry. He should sweep streets so well that all the hosts of heaven and earth will pause to say, here lived a great street sweeper who did his job well." - Martin Luther King, Jr.


  • Based on core value: Curiosity
  • Descriptive terms: Learning, understanding.